4 Reasons Why Nostalgia Drives Better Brand Engagement
Whether you’re 25 or 85 years old, there’s nothing quite like remembering the good ole’ days. Most of us are guilty for loving a TV show that was canceled too soon, or wishing we could get our hands on our favorite childhood snack.
In recent times marketers have been making an effort to increase brand engagement using throwback content from their target demographics “golden years”. This important phenomenon deserves some recognition because it works.
We’ve put together 4 reasons why nostalgia drives better engagement, with some notable examples that we’re sure you will recognize.
1. Nostalgia Appeals To Your Target Demographic
The children of the 80s, and 90s, otherwise known as ‘Millennials’, are now the largest employed generation within the U.S., and hold a significant share of disposable income.
Given that they have been spending $600 billion in the U.S. alone, it is important that brands focus their nostalgia driven marketing on a demographic that is going to respond.
Millennials are the largest users of social media, who wield the most engagement, and have a significant share of disposable income. It makes sense to focus nostalgia driven marketing efforts toward this demographic.
2. Nostalgia Revives Previous Success
Nostalgia doesn’t need to be limited to products that were successful 10-20 years ago. They can be products that saw recent success, were pulled from the shelves, but brought back due to popularity. These products are usually tied to campaigns are often guarantee high brand engagement due to their recently proven success.
— Justan Baca (@justanbaca) January 9, 2016
For example “Share a Coke” by Coca-Cola in 2014 was meant to be a limited edition marketing campaign, but was such a huge hit that Coca-Cola brought it back in 2015.
3. Nostalgia Can Revitalize A Failed Product
Alternatively brands might listen to online conversation and bring back a product that may not have seen much success in it’s former days, but consistently gets shout outs for a comeback from super fans.
Surge is a perfect example for a nostalgic item that was not originally successful, but has seen a resurgence (pun intended) in popularity due to nostalgia and hype.
“By 2001, with sales slipping, Coca-Cola started to pull the plug on our dear Surge. The soda was pulled from the shelves in 2001, and production of the soda syrup (for soda fountains) stopped in 2002.” (SodaSurge)
After a Facebook group called “Surge Movement” caught the attention of the Coca-Cola Company the company decided to re-release the product on Amazon. It soon grew in popularity and is now available across the United States.
@BurgerKing Thank you so much for making plans to release a frozen Surge drink. You guys are awesome. Great business decision.
— Vinny (@vinny_2020) November 10, 2015
4. Anniversaries Tie Marketing To Nostalgia
Tie nostalgic marketing to anniversaries to remind consumers of their past love for a forgotten product. Or, create a product around an anniversary, as a throwback to the “golden” years.
Every marketer should know the recent success story of Pokemon Go, an augmented reality iPhone app that hit the world by storm. The huge success of the Pokemon TV show in the 90s and 00s meant that any new release of an iPhone Pokemon game would likely be a success. However, the release of the app coincided with the 20th anniversary of the phenomenon.
— Pokémon GO (@PokemonGoApp) July 7, 2016
According to an article published by DigitalTrends, Pokemon Go has been downloaded over 500 million times, and generating $200 million in revenue in the space of just four weeks.
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